My APA talk: the future of advertising isn't advertising
These are the slides from my talk at the APA International Content Summit 2010 yesterday. The gist of the talk follows, tidied up and with quite a few new thoughts thrown in. The numbers refer to the slides.
2. The panel topic was ‘The future of advertising: is the traditional model dead?’
And so I said ‘NO, it’s not’. FMCG companies especially, but everybody else too, are still throwing millions into traditional advertising on TV and in print and outdoors. It ain’t dead yet and probably never will be.
But advertising is losing its dominant place at the centre of communication between brands and customers; its influence is waning and it’s under attack: there’s a big shift happening and awareness of this is moving mainstream. This talk asks: Why? And what does the new model look like?
